We are living in a time where wellness is fast becoming a part of more and more people’s everyday lives – and our role in the spa industry is shifting and changing with the times. Today’s increasingly distracted, anxious, technologically addled public is looking to wellness to help them feel better, and that means spas must look beyond the typical massage and facial menu they’ve relied on for so many years and get creative with their offerings for a new generation of consumers who want wellness everywhere.
From the influence of the ‘experience generation’ on spa design (see page 74) to the explosion of wellness rooms across some of the biggest hotel brands in the industry (see page 98), wellness is infiltrating areas that were once the domain of other segments of hospitality.
Spas are also shifting in scope and nature – mental wellness is becoming increasingly important to spas (see page 96), which are tackling things like loneliness and anxiety through breathwork classes, artistic workshops, and initiatives that foster social connections (see page 78).
Regionally, the spa industry is seeing changes as well; the US market is finally embracing large, co-ed hydrothermal facilities (see page 108), the Asia-Pacific spa industry is poised for rapid growth (see page 90), and in the Middle East, areas like Saudi Arabia and Oman are giving Dubai a run for the money (see page 122).
And as climate change looms ever-present on the horizon (see page 12), spas that put the environment first will find themselves at the forefront of the industry, and will be popular with a new generation of environmentally enlightened spa-goers as they age into adulthood (see page 86). Meanwhile, we all seem to be longing for a bit of nature these days – outdoor spa gardens are popping up everywhere (see page 16), and forest bathing has taken on a life of its own (see page 20), as more and more of us seek the simplest, truest sense of wellness – a connection with the earth, with nature, and with ourselves.